服飾業消費者心智模式及共識地圖之探討

本研究透過隱喻誘引法(ZMET)誘引受訪者闡述服飾業對於自身所產生的意義，以獲取消費者的心智模式，接著運用方法目的鏈將受訪者的心智模式進行分層，並且繪製共識地圖，並從中理解影響行為的關鍵驅動因素。研究結果顯示平價服飾店消費者之心智模式為「便宜-經濟實惠-分享」、「多樣化-推陳出新-期待」、「多樣化-自由自在-舒適」、「五彩繽紛-自由自在-舒適」、「優惠活動-吸引目光-滿足」、「新品-吸引目光-愉快」及「逛街環境-自由自在-舒適」；而專櫃服飾店消費者之心智模式為「昂貴-犒賞-高貴奢華」、「多樣化-品質好-滿足」、「專業-服務態度好-信任」、「專業 -服務多樣性-安心感」、「品牌口碑-吸引目光-自信」及「明亮-乾淨衛生-舒適」。另外，本研究也發現平價服飾店及專櫃服飾店都均有「滿足」及「舒適」兩項最終價值，但引導出的屬性卻不相同。最後藉由研究結果了解平價服飾店及專櫃服飾店消費者心智模式背後的價值感受，並將其應用於服飾業者擬訂行銷策略參考之用。

關鍵字

平價服飾店；專櫃服飾店；心智模式；隱喻誘引法；方法目的鏈

並列摘要

This study using the Zaltman meataphor elicitation technique,this study elicited respondents’ self-generated meanings of clothing industry to gain the mental model of consumers, using Means-end chains analysis to separate the respondents mental models into levels based and produce the consensus map,realizing the main driving element of affecting the movement.The study result indicate that parity clothing store ‘s consumers’ mental models are “cheap-economic and valuable-sharing’’ “diversity-exhibiting innovation-expectation”, “diversity-freedom- comfortable’’, “colorful- freedom-comfortable”, “on-sale activities - attracting eye-sights-satisfied”, “new prduct- attracting eye-sights –delightful”and“shopping environment- freedom – comfortable”;however,the counter clothing store’s consumers' mental models are“expensive-rewarded-loyalty and luxurious”, “diversity –good quality – satisfied”, “professsional-good service attitude-trust”, “professsional –diversity of service-feel safe”,“Brand public praise - attracting eye-sights –confidence”and“brightness-cleanness- comfortable”.Besides, this study discover both of parity clothing stores and counter clothing stores has two final values which is “satisfied” and “comfortable”,but the guiding out attribution are different.At last,understanding the value feeling behind the consumers' mental models of parity clothing stores and counter clothing stores ,which may serve as a reference for clothing companies in formilating marketing strategies.